Sa mad, Im an; Im iaz, Muhammad Ahsin; Bukha i, Syed Muhammad Hassan;
Abbas, Ali; Muni , Isma
A icle
B and expe ience and b and loyal y: The mode a ing ole
o b and us and he media ing ole o b and lo e in
Pakis ani sma phone use s
Pakis an Jou nal o Comme ce and Social Sciences (PJCSS)
P o ided in Coope a ion wi h:
Joha Educa ion Socie y, Pakis an (JESPK)
Sugges ed Ci a ion: Sa mad, Im an; Im iaz, Muhammad Ahsin; Bukha i, Syed Muhammad Hassan;
Abbas, Ali; Muni , Isma (2024) : B and expe ience and b and loyal y: The mode a ing ole o b and
us and he media ing ole o b and lo e in Pakis ani sma phone use s, Pakis an Jou nal o
Comme ce and Social Sciences (PJCSS), ISSN 2309-8619, Joha Educa ion Socie y, Pakis an (JESPK),
Laho e, Vol. 18, Iss. 1, pp. 40-61
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Pakis an Jou nal o Comme ce and Social Sciences
2024, Vol. 18(1), 40-61
Pak J Comme Soc Sci
B and Expe ience and B and Loyal y: The
Mode a ing Role o B and T us and he Media ing
Role o B and Lo e in Pakis ani Sma phone Use s
Im an Sa mad (Co esponding au ho ), Muhammad Ahsin Im iaz
Syed Muhammad Hassan Bukha i, Ali Abbas & Isma Muni
Vi ual Uni e si y o Pakis an, Laho e, Pakis an
Email (Co esponding au ho ): im an.sa mad@ u.edu.pk
A icle His o y
Recei ed: 10 Jan 2024
Re ised: 19 Ma 2024
Accep ed: 24 Ma 2024
Published: 31 Ma 2024
Abs ac
The cu en s udy looks a he ela ionships in he Pakis ani sma phone ma ke be ween
b and expe ience, b and lo e, and b and loyal y. In addi ion, we also s udy b and us 's
mode a ing e ec . The da a was collec ed om 300 Pakis ani sma phone use s. S uc u al
equa ion modelling (SEM) and PROCESS mac o model 8 we e used o da a analysis. This
esea ch showed ha he expe ience o a b and is a signi ican ac o in de e mining bo h
lo e and loyal y o ha b and. The ou comes o he esea ch indica ed ha he e was a
subs an ial ela ion be ween b and expe iences and b and loyal y, wi h b and lo e se ing
as a media ing componen in his ela ionship. We ound ha he e was a s a is ically
signi ican ela ionship be ween b and us and b and expe iences as well as b and loyal y.
On he o he hand, he associa ion be ween b and expe iences and b and lo e was empe ed
by con idence in he b and conce ned. This pionee ing s udy examines Pakis ani
sma phone use s' in e es s and beha io s and i also examines how b and us media es
hese a iables.
Keywo ds: B and expe ience, b and lo e, b and us , b and loyal y, sma phone use s,
Pakis an.
1. In oduc ion
The use o sma phones has g own widesp ead, as people depend on hei de ices o a
wide ange o e e yday asks, including communica ion, en e ainmen , and p oduc i i y.
The ypical indi iduals use hei phone o h ee hou s and i een minu es pe day,
acco ding o he la es s a is ics (La icchia, 2023). While using hei sma phone b ands,
consume s go h ough a a ie y o expe iences. Cus ome s de elop a lo e / loyal y
ela ionship wi h a b and ia his b and expe ience (Mos a a & Kasamani, 2021). The
phone's design and ha dwa e, i s unc ionali y and se ices, i s so wa e, and he calibe o
he company's cus ome suppo and o he elemen s may all ha e an impac on b and lo e
as well as loyal y in he sma phone business. Use s a e mo e likely o de elop deep
a ec ion and display b and loyal y o businesses ha egula ly p o ide supe b i ems and
Sa mad e al.
41
ou s anding cus ome se ice. Nume ous elemen s may a ec a cus ome 's b and lo e and
expe ience when i comes o sma phone b ands (Ch is ino e al., 2020). I use s ind a
sma phone company's p oduc s o be isually beau i ul, us wo hy, and use - iendly, o
ins ance, hey may ha e a a o able b and expe ience wi h he company. Howe e , use s
may ha e a bad b and expe ience and be less inclined o enjoy he company's phone i i
o en ails o has e ible cus ome ca e. The e a e many popula sma phone b ands
globally i.e Samsung, Apple, OPPO, Xiaomi and Huawei. The b ands wo k o enhance
hei cus ome s' b and loyal y as he sma phone indus y becomes mo e compe i i e.
P o iding cus ome s wi h a g ea b and expe ience is essen ial o building b and loyal y. A
senso y expe ience, like he eye-ca ching colo o my sma phone, is an illus a ion o a
use expe ience linked o a sma phone b and. I is essen ial o comp ehend he aspec s o
he b and expe ience ha impac b and loyal y. Acco ding o Coleman (2018), cus ome s
p e e o pu chase b ands ha p o ide un o ge able expe iences. Unde s anding he
elemen s ha in luence cus ome s' b and lo e and loyal y is essen ial when hey in e ac
wi h b ands on sma phones. Schola s in he ield o ma ke ing ha e de o ed signi ican
a en ion o he cons uc o b and expe ience wi hin his con ex (Huang, 2017).
Fo a company o unc ion well, a high deg ee o clien loyal y mus be a ained (G i in,
2002). Ma ke sha e and he inancial pe o mance o a co po a ion a e impac ed by b and
loyal y (Wa son e al., 2015). Ma ke ing academics ha e sugges ed and e alua ed a wide
ange o cons uc s, such as b and a achmen (Mos a a & Kasamani, 2021), b and equi y
(Pa is & Guzmán, 2023), b and ad ocacy (Wong, 2023), b and loyal y (Soleimani e al.,
2023), and b and expe ience (B akus e al., 2009). All hese no ions all unde b and-
consume ela ionships (Fou nie , 1998). In acco dance wi h he consume -b and
ela ionship heo y, he s eng h o he connec ion be ween he cus ome and he b and
leads o an inc ease in b and loyal y. This esea ch examines how b and lo e, us , and
expe ience a ec b and loyal y.
Acco ding o Zhang e al. (2020), b and loyal y is s ongly in luenced by b and us .
P e ious esea ch has p ima ily concen a ed on examining he p ima y emphasis o b and
us , which encompasses bo h di ec and indi ec consequences o b and loyal y (Wang,
2002). The e has been discussion on how b and us in luences b and loyal y. Acco ding
o some esea che s, b and us has a di ec impac on b and loyal y (Pan e al., 2012). On
he o he hand, he e is a pe spec i e ha a gues he indispensabili y o media ing ac o s
in cul i a ing b and loyal y (Ma zle e al., 2008). The exis ing academic li e a u e on b and
managemen lacks esea ch on b and us 's egula o y unc ion in b and expe ience, b and
lo e, and loyal y (Kim & Jones, 2009). By concen a ing on online buying, Kim and Jones
(2009) examined b and us 's mode a ing ole. Tha esea ch gap exis s be ween olde and
con empo a y s udies. Filling he esea ch gap is impo an as a esul . This, we su mise, is
due o he ac ha he majo i y o esea che s conside ed b and loyal y and b and lo e o
be di ec ly co ela ed. Bu we an icipa e ha b and us will mode a e he link be ween
B and Expe ience and B and Loyal y in Pakis ani Sma phone Use s
42
hem. Based on ou analysis, he e is a s ong posi i e co ela ion be ween b and expe ience
and consume s' emo ional connec ion, and his ela ionship becomes e en s onge wi h an
inc ease in b and us . B and loyal y eme ges because i builds b and us , acili a ing
mu ually bene icial and highly alued business ela ionships (Chaudhu i & Holb ook,
2001). The likelihood o cus ome loyal y owa ds a b and is posi i ely co ela ed wi h he
deg ee o con idence ha cus ome s ha e in he b and. T us in a b and may ha e an e ec
on he expe ience, a ec ion, and loyal y o a b and. I is an icipa ed ha he deg ee o
us wo hiness connec ed wi h he b and will be p opo ional o he deg ee o which he
s eng h o hei ela ionship will ise. In his esea ch, he ela ionship be ween b and us ,
b and expe ience and loyal y a e in es iga ed ia he lens o b and lo e. Wi h Pakis ani
sma phone use s se ing as he p ima y demog aphic o in e es , his esea ch ocuses
solely on hem.
This s udy aims o in es iga e and con ibu e o he exis ing body o li e a u e on b and
managemen by add essing he ollowing esea ch issues. Ou i s objec i e is o examine
b and expe ience and b and lo e as complex and mul i ace ed cons uc s. The b and
expe ience is comp ised o ou dis inc componen s: beha io al, emo ional, in ellec ual,
and senso y. B and lo e may be seen as including wo dis inc dimensions: in imacy and
passion. Acco ding o empi ical esea ch, i has been shown ha mul idimensional
concep s end o be mo e e ec i e compa ed o single dimensions (Edwa ds, 2001; Law &
Wong, 1999). Two pe spec i es, namely he ac o iew and he composi e iew, ha e been
p oposed in ela ion o mul idimensional ideas (Law e al., 1998). This s udy in es iga es
b and lo e and b and expe ience's mul i ace ed ela ionships and cha ac e is ics as limi ed
esea ch exis s on b and expe ience and lo e (San os & Schlesinge , 2021).
Chaudhu i and Holb ook (2001) examined b and us as a media o o independen
a iable o b and loyal y. This esea ch analyzes how b and lo e and us modi y b and
expe ience and loyal y. Cu en ly, he e is a lack o knowledge ega ding he ac o s ha
con ibu e o b and loyal y as well as he consequences i may ha e. This s udy's main goal
is o emphasize how c ucial b and lo e can c ea e b and loyal y. This will be accomplished
by looking a how b and lo e ac s as a media o . The nex sec ions include he de elopmen
o hypo heses, ollowed by de ailed me hodology adop ed, da a analysis, discussion o
esul s wi h heo e ical and p ac ical implica ions, limi a ions, and di ec ions o u u e
esea ch.
2. Li e a u e Re iew and Hypo heses De elopmen
In ligh o he g owing impo ance o b and ela ionships in he Pakis ani sma phone
ma ke , his s udy in es iga es in o he complex in e play be ween b and expe ience, b and
lo e, b and loyal y, and b and us among Pakis ani sma phone use s. This e iew
syn hesizes he li e a u e on hese cons uc s o p o ide a comp ehensi e o e iew o he
heo e ical unde pinnings and empi ical indings ha unde pin he ela ionships be ween
b and expe ience, b and lo e, b and loyal y, and b and us in he Pakis ani sma phone
ma ke .
Sa mad e al.
43
2.1 B and Expe ience Impac on B and Lo e
Acco ding o B akus e al. (2009), he no ion o b and expe ience comp ises he in e nal,
subjec i e eac ions o consume s, such as eelings, emo ions, and ideas, oge he wi h hei
beha io al esponses ha a e igge ed by s imuli linked o a b and. The s imuli include a
ange o componen s, including he design and iden i y o he b and, communica ions, and
packaging. B akus e al. (2009) ca ego ized he b and expe ience in o ou dis inc a eas:
beha io al, in ellec ual, emo ional, and senso y. The phenomenon in which a b and elici s
senso y esponses in he domains o sigh , sound, smell, as e, and ouch is commonly
known as he senso y b and expe ience (And eini e al., 2019). Feelings and emo ions ha
a e b ough on by a b and a e called a ec i e b and expe iences. The powe o a b and o
p o oke hough in consume s is e e ed o as an in ellec ual b and expe ience (Bapa &
Thanigan, 2016). Body- ela ed expe iences, ways o li e, and b and in e ac ions a e all pa
o beha io al b and expe ience (Za an onello & Schmi , 2010). A sa is ied cus ome 's
deep emo ional connec ion wi h a ce ain b and is known as b and lo e (Ca oll & Ahu ia,
2006). I is belie ed ha b and lo e is a mo e nuanced idea ha consis s o h ee essen ial
componen s: s ong emo ional ies, ac s mo i a ed by passion, and sel -b and in eg a ion
(Ba a e al., 2012). On he o he hand, a ec ion and passion a e he wo main componen s
o b and lo e, which is a highe -le el cons uc . B and lo e is a well- ecognized cons uc
ha encompasses wo undamen al componen s: in imacy and passion (Albe e al., 2009).
Huaman-Rami ez and Me unka (2019) sugges s ha he na u e o he p oduc o se ice
o e ed may ha e an impac on se e al aspec s o b and expe ience, such as senso y,
emo ional, in ellec ual, and beha io al ac o s, which in u n a ec b and lo e. In
acco dance wi h he esul s o Sa ka e al. (2012), his iewpoin is consis en . B and lo e
was cha ac e ized by Sa ka e al. (2012) as a combina ion o in imacy and passion. The
cons uc deno ing he ex en o cus ome a ini y o a pa icula b and is commonly
known as he in imacy dimension. Acco ding o Ba a e al. (2012), he passion componen
measu es how much consume s' eeling o " igh ness" conce ning he ela ionship en ails
high b and desi e. Cus ome s de elop opinions, whe he a o able o un a o able, abou a
b and as hey u ilize i s p oduc s o se ices. Consume s who like using he b and will
come o ado e i . (Joshi & Ga g, 2021). Consume s who ha e posi i e b and expe iences
a e mo e inclined o de elop emo ional a achmen and exhibi a o able b and lo e (Sa ee
e al., 2021). D awing om he abo e-desc ibed a ionales, i can be in e ed ha he
phenomenon o b and expe ience plays a signi ican ole in os e ing b and lo e. Hence:
➢ H1: The e is a posi i e ela ionship be ween b and expe ience and b and lo e.
2.2 B and Expe ience Impac on B and Loyal y
B and loyal y is he p opensi y o cus ome s o exhibi a p e e ence o a pa icula b and
and sus ain hei use o ha b and, despi e ex e nal ac o s and ma ke ing ac ics designed
o encou age hem o swi ch o o he b ands (Aake , 1996; Oli e , 1999). Beha iou al and
a i udinal loyal y a e componen s o b and loyal y (Wa son e al., 2015). Consume s who
B and Expe ience and B and Loyal y in Pakis ani Sma phone Use s
44
o en buy he same b and a e said o exhibi beha iou al loyal y (Chaudhu i & Holb ook,
2001). Consume s' psychological dedica ion o he b and is a componen o a i ude loyal y
(Odin e al., 2001). This esea ch ocuses on beha iou al ideli y among hese wo
elemen s.
We an icipa e cus ome s o epea sa is ying b and encoun e s because hey p o ide
deligh ul esul s. In o he wo ds, b and loyal y among consume s is in luenced by pleasan
b and expe iences. Chaudhu i and Holb ook (2001) and Oli e (1999) posi ha
indi iduals who ha e a ou able encoun e s wi h a pa icula b and show a g ea e
inclina ion o make epea pu chases and sugges p oduc s o o he s ia wo d o mou h and
display educed equency o pu chasing al e na i e b ands. F ancisco-Ma ezzolli e al.
(2014) concen a ed on pe ume and ba h soap i ms and ound no co ela ion be ween
b and expe ience and loyal y. Meanwhile, in ano he s udy Iglesias e al. (2011) looked
in o he ela ionship be ween consume s' emo ional in es men in, and loyal y o, se e al
b ands ac oss many indus ies, including oo wea , compu e s, and ehicles. Posi i e b and
expe iences migh no always lead o b and loyal y.
B and expe ience and loyal y we e shown o be a ec ed by emo ional a achmen .
Acco ding o Ong e al. (2018) p o ided e idence o he impac o b and expe ience on
b and loyal y, ocusing on Malaysian es au an companies. Remembe ha p e ious
s udies on b and expe ience and loyal y had con lic ing esul s. Howe e , companies ha
p o ide excep ional cus ome se ice may success ully cul i a e b and loyal y. Ou
analysis sugges s ha he e should be a posi i e co ela ion be ween b and expe ience and
b and loyal y. D awing upon he p e iously men ioned heo e ical and p ac ical
amewo k. Hence:
➢ H2: The e is a posi i e ela ionship be ween b and expe ience and b and loyal y.
2.3 B and Lo e Impac on B and Loyal y
Cus ome s show a willingness o buy p oduc s om businesses hey espec . One o he
mos impo an ac o s in luencing a consume 's b and loyal y is he deg ee o emo ional
a achmen hey ha e wi h b and (Bagozzi e al., 2017). Subsequen ly, b and a ec ion
plays a pa o nu u ing b and loyal y (Kazmi & Khalique, 2019). They con end ha
es ablishing and ad ancing b and loyal y is g ea ly aided by he idea o b and lo e. In
Pakis ani cosme ics companies’ con ex , Kazmi and Khalique (2019) esea ch examined
he ela ion be ween b and lo e and b and loyal y. Thei empi ical analysis ound a s ong
posi i e associa ion be ween b and loyal y and lo e. Ca oll and Ahu ia (2006) ound a
s ong co ela ion be ween b and loyal y and b and lo e. Be gk is and Bech-La sen
(2010) used wo polls o e alua e b and lo e and loyal y. This inqui y a ge ed iPod and
Panadol. Thei esea ch shows ha b and a achmen boos s loyal y. Hence:
➢ H3: The e is a posi i e ela ionship be ween b and lo e and b and loyal y.
Sa mad e al.
45
2.4 B and Lo e Role as A Media o
Resea ch shows ha b and expe ience os e s b and lo e and commi men . I is p oposed
ha b and lo e ac s as a mode a ing ac o o assis us unde s and how b and expe ience is
ela ed wi h b and loyal y (T i edi & Sama, 2021). In p e ious esea ch Huang (2017)
examined how b and lo e media es b and expe ience and loyal y. In his esea ch, b and
loyal y was di ided in o wo dis inc dimensions: beha io al loyal y and a i udinal loyal y.
Fu he mo e, b and expe ience was ca ego ized in o h ee dis inc aspec s: he senso y
expe ience, in ellec ual expe ience, and beha io al expe ience. The s udy ound ha he
b and lo e e ec ully media es beha io al expe ience, beha io al loyal y, and a i udinal
loyal y. Kazmi and Khalique (2019) obse ed ha b and lo e mode a es b and loyal y and
b and expe ience in Pakis ani cosme ics en e p ises. Theo e ically, Roy e al. (2013) lays
ou he whys and how’s o b and loyal y de elopmen .
Al hough no explici ly es ed, he esea che s pos ula ed ha b and lo e would mode a e
he connec ion be ween posi i e b and expe iences and cus ome loyal y. The s udy
conduc ed by F ancisco-Ma ezzolli e al. (2014) aimed o examine he link be ween
consume loyal y, b and expe ience, and b and ela ionship quali y in he pe ume and ba h
soap sec o . Resea che s examined he media ing ole o b and ela ionship quali y o be e
unde s and he link be ween pleasan b and expe iences and consume loyal y. The
esea che s explo ed he media ing unc ion o b and connec ions o be e unde s and he
ela ionship be ween posi i e b and expe iences and cus ome loyal y. Though emo ions
alone had no e ec on b and loyal y, sen imen s like lo e o passion d ama ically
s eng hened i , acco ding o he s udy. Be ween he ins ances o b and expe ience and he
ensuing g ow h o b and loyal y, he idea o b and lo e ac s as a b idge (San os &
Schlesinge , 2021). Hence:
➢ H4: B and lo e ac s as a media ing a iable be ween b and expe ience and b and
loyal y.
2.5 Role o B and T us as A Mode a o
The o ma ion o consume -b and linkages equi es an app ecia ion o he basic
signi icance o b and us . The pe cei ed isks o buying a ce ain b and will go down as
cus ome con idence in ha b and inc eases (Wang, 2002). The pe cei ed isk connec ed
wi h buying he b and will go down as people come o us i mo e. Consume s' ai h in a
company's abili y o ul ill i s aims is called b and us (Chaudhu i & Holb ook, 2001).
This s udy ound ha us modi ied he link be ween posi i e b and expe iences and
posi i e b and lo e. The e ec s o us in a b and on cus ome loyal y and sa is ac ion a e
examined in his esea ch. In e ac ions be ween he i m and i s cus ome s lead o an
inc ease in b and us o e ime. When people ado e a b and, hey a e mo e likely o us
i (Chaudhu i & Holb ook, 2001; Joshi & Ga g, 2021). U ban e al. (2000) ound ha us
inc eases b and loyal y and consume -b and in e ac ions. This esea ch sugges s ha b and
B and Expe ience and B and Loyal y in Pakis ani Sma phone Use s
46
us is necessa y o b and expe ience and loyal y. This may be due o b and us
luc ua ions, which a ec b and expe ience and loyal y. B and expe ience and b and
loyal y should be posi i ely co ela ed, wi h mo e us wo hy businesses showing a highe
link. Hence:
➢ H5: B and us will mode a e (s eng hen) he ela ionship be ween b and
expe ience and b and loyal y.
Ga g e al. (2016) posi ha he ela ionship be ween b and expe ience and b and lo e is
mode a ed by he no ion o b and us . Acco ding o hei exis ing b and expe ience,
consume s ha e emo ional and in ellec ual sen imen s abou he b and. B and
cha ac e is ics like b and dependabili y and con idence in luence consume s' us in a
b and. Cus ome s end o us companies ha ha e p e iously deli e ed a sa is ying
expe ience. Consequen ly, a du able connec ion may be o med be ween cus ome s and he
b and. Consume s a e encou aged o make ou ine pu chases when hey ha e ai h in a
b and, acco ding o Chaudhu i and Holb ook (2001). Because o his, cus ome s ge ond
o b anded goods ha p o ide a memo able and enjoyable expe ience (Bai ada e al.,
2018). Hence:
➢ H5: B and us will mode a e (s eng hen) he ela ionship be ween b and
expe ience and b and lo e.
I b and us unc ions as a mode a o in he ela ionship be ween b and expe ience and
b and lo e, hen i is concei able ha he deg ee o con idence in a b and may condi ionally
impac he deg ee o which he indi ec link be ween b and expe ience and b and loyal y is
al e ed. When he le el o us in a b and is low (high), i is an icipa ed ha he e would
exis a diminished (heigh ened) co ela ion be ween he pe cep ion o he b and and he
deg ee o loyal y owa ds i . Thus, we p opose H7 as ollows:
➢ H7: B and us is mode a ed he indi ec ela ionship be ween b and expe ience
and b and loyal y ia b and lo e.
The concep ual amewo k o his s udy e ol es a ound he complex ela ionships
be ween b and expe ience, b and lo e, b and loyal y, and b and us wi hin he Pakis ani
sma phone ma ke . D awing upon exis ing li e a u e and heo e ical ounda ions, he s udy
posi s ha b and expe ience se es as a undamen al d i e o bo h b and lo e and b and
loyal y. Addi ionally, he s udy explo es he mode a ing e ec o b and us on he
ela ionship be ween b and expe ience and b and lo e. By explaining hese complex
in e ela ions, he s udy seeks o p o ide aluable insigh s in o he unde lying mechanisms
d i ing consume beha io and b and p e e ences in he Pakis ani sma phone ma ke .
Sa mad e al.
47
B and Expe ience
H5
H6
Senso y
expe ience
A ec i e
expe ience
Beha io al
expe ience
In ellec ual
expe ience
H3
B and T us
B and
Lo e
(In imacy,
Passion)
B and
Loyal y
H1
H2
The hypo hesized / concep ual amewo k o ou esea ch is p esen ed in Figu e 1:
Figu e 1: Concep ual F amewo k
3. Me hodology
3.1 Da a Collec ion and Sample
In July 2023, we used a con enience sample app oach o ga he da a using a s uc u ed
ques ionnai e o e alua e he assump ions pu o h in he concep ual model. Gi en he
na u e o ou esea ch objec i es and he cha ac e is ics o ou a ge popula ion,
con enience sampling eme ged as he mos sui able app oach because con enience
sampling allowed o easie access o pa icipan s wi hin his popula ion. This app oach
allowed us o e icien ly ga he da a om indi iduals who we e eadily a ailable and
accessible, he eby sa ing ime and esou ces. Ou s udy ocuses on sma phone use s hose
we e eadily accessible wi hin a cons ained ime ame. Mo eo e , he accessibili y o he
a ge popula ion acili a ed swi da a collec ion, enabling us o mee ou esea ch
objec i es wi hin he allo ed ime ame. This su ey ocused on Pakis ani sma phone
use s o di e en b ands. The sma phone was chosen as a s udy objec since i was
de e mined ha i was he mos app op ia e p oduc o b and expe ience esea ch because
i is some hing we all use on a daily basis. Th ough a sel -adminis e ed su ey we collec ed
da a om 300 sma phone consume s. Da a is analyzed using PROCESS mac o model 8
in SPSS and AMOS using s uc u al equa ion modeling.
B and Expe ience and B and Loyal y in Pakis ani Sma phone Use s
54
β=0.027,
p<0.05
β=0.005,
p<0.05
β=0.014,
p<0.05
β=0.081, p<0.05
B and Expe ience
H5
H6
Senso y
expe ience
A ec i e
expe ience
Beha io al
expe ience
In ellec ual
expe ience
H3
B and T us
B and Lo e
(In imacy,
Passion)
B and
Loyal y
H1
H2
β=0.083,
p<0.05
Figu e 2: SEM Resul s
5. Discussion
The pu pose o his esea ch is o examine how b and lo e and us media e b and
expe ience and b and loyal y. This esea ch examines how b and lo e and us e ec
loyal y and expe ience. Addi ionally, he s udy explo es how b and exposu e a ec s b and
loyal y. Cus ome s ha e se e al in e ac ions wi h he chosen sma phone b and on a daily
basis. The le el o commi men shown by consume s is in luenced by hei a o able
in e ac ions wi h a b and, leading o an inc ease in b and loyal y.
Ou esea ch has shown ha b and expe ience had a posi i e impac on b and lo e. This
indica ed ha people who had a mo e posi i e expe ience wi h a b and would ha e a g ea e
le el o passion owa ds ha b and and i is align wi h Roy e al. (2013). Such ha posi i e
b and expe iences enhance b and loyal y. This s udy also indica es ha sugges s ha b and
lo e inc eases b and loyal y, his means ha he cus ome s lo e o he b and esul s
inc eases he commi men and his is also aligned wi h he Ong e al. (2018). B and lo e
also connec s posi i e b and expe iences o loyal cus ome s. This s udy e eals ha b and
lo e may mode a e his ela ionship ha is aligned wi h he p e ious s udies o Kazmi and
Khalique (2019) and Roy e al. (2013). Consume us in b ands mode a ed he link
be ween b and lo e and posi i e b and expe iences. This sugges s ha a cus ome 's b and
p e e ence is g ea e when hey us a b and. Senso y and in ellec ual expe ience
componen s a ec ed in imacy, whe eas emo ional and in ellec ual expe ience componen s
a ec ed passion. Bo h in imacy and passion ha e an e ec on a consume 's loyal y o a
Sa mad e al.
55
b and. The esul s also show ha in e ms o b and loyal y, he componen o passion is
mo e impo an han in imacy. This s udy shows how b and us a ec s good b and
expe iences and b and loyal y. Mo eo e , b and us ac s as a mode a o be ween b and
expe ience and b and lo e. In p io s udies on he ole o b and us , he e a e Bae & Kim
(2023) whose esul s a e consis en wi h ou indings.
5.1 Theo e ical Implica ions:
Ou indings suppo consume -b and ela ionship heo y, which s a es ha b and
expe iences, emo ions, us , and loyal y impac consume -b and in e ac ions. B and
expe ience d i es b and lo e and loyal y among Pakis ani sma phone use s, acco ding o
ou esea ch. This suppo s consume -b and ela ionship heo y ha g ea b and
expe iences os e emo ional ies and a achmen , inc easing b and lo e and loyal y. B and
us mode a es b and expe ience and b and lo e in ou esea ch s udy. Consume -b and
ela ionship heo y s esses us in building and main aining meaning ul connec ions
be ween cus ome s and b ands. Ou indings show ha inc eased b and us enhances he
e ec o pleasan b and expe iences on b and lo e, highligh ing he impo ance o us in
building s ong emo ional a achmen s wi h a business. Ou esea ch illumina es he
complex dynamics o b and expe ience, b and lo e, b and loyal y, and b and us in he
Pakis ani sma phone indus y, suppo ing consume -b and ela ionship heo y. These
esul s enhance consume -b and ela ionship heo y by deepening cus ome beha io and
b and p e e ences.
B and us has been s udied as an independen a iable in b and expe ience, lo e, us ,
and loyal y s udies. Acco ding o he indings o his s udy, he associa ion be ween ha ing
a posi i e b and expe ience, lo ing he b and, and being loyal o he b and is mode a ed by
he componen o ha ing us in he b and. Based on he esea ch esul s, he e seems o
be a co ela ion be ween b and expe ience and b and lo e, wi h b and us playing a
mode a ing ole in his co ela ion. To p o ide u he p ecision, a disce nible co ela ion
exis s be ween an indi idual's amilia i y wi h a b and and hei a ini y owa ds said b and,
wi h he in ensi y o his connec ion being ampli ied when consume s exhibi a heigh ened
deg ee o us in he b and in ques ion.
Second, his s udy conside s posi i e b and expe iences and a ec ion o a b and o be
high-o de componen s. Resea ch ha has p e iously been conduc ed on hese concep s
has been amed in e ms o i s -o de elemen s h oughou i s whole. This esea ch
implies ha b and expe ience and b and lo e migh be heo e ically highe -le el s uc u es.
This esea ch also e eals ha b and us ac i ely con ols b and expe ience, a ec ion, and
loyal y. The esea ch ound a a o able co ela ion be ween b and loyal y, b and lo e, and
b and expe ience. The esea che s ound ha his connec ion is much highe in si ua ions
in which consume s see he company as being mo e us wo hy.
B and Expe ience and B and Loyal y in Pakis ani Sma phone Use s
56
Ou esul s suppo he consume -b and in e ac ion hypo hesis, especially in he Pakis ani
sma phone indus y. The idea s a es ha cus ome s o m b and ela ionships based on hei
pe cep ions, expe iences, and emo ions. Ou s udy shows ha b and expe ience g ea ly
a ec s b and lo e and loyal y among Pakis ani sma phone use s. Posi i e b and
expe iences s eng hen consume -b and ies. Ou esea ch also shows ha b and lo e
media es he link be ween b and expe ience and b and loyal y, suppo ing he p emise ha
emo ional a achmen d i es cus ome loyal y. In addi ion, b and us mode a es he link
be ween b and expe ience and b and lo e, sugges ing ha cus ome s' ai h in a b and migh
a ec hei emo ional connec ion wi h i . Ou esea ch sheds ligh on consume -b and
connec ions in he Pakis ani sma phone indus y and hei cul u ally pa icula p ocesses
and dynamics.
5.2 Manage ial Implica ions:
The implica ions o he esea ch ou comes ha e subs an ial consequences o he ield o
managemen . This esea ch e eals ha one's expe ience wi h a b and has a mo e
subs an ial impac on hei eelings abou ha b and among who use sma phones. The
i ms ha make sma phones should y o inc ease consume loyal y and sa is ac ion wi h
hei p oduc s. To do his, we ha e wo p ima y sugges ions. Fi s , om he poin o iew
o design, he end use should ge pleasu e om he p oduc 's beau y, and second, om he
poin o iew o unc ionali y, i is essen ial o e ec i ely add ess he many issues aced
by cus ome s. Fo example, so wa e eliabili y, ha dwa e pe o mance, ba e y li e, and
compa ibili y. The unc ional conce ns in his ega d also need o be add essed in o de o
mee he expec a ions o he cus ome s and make hem loyal. When hese wo condi ions
a e me , consume s will ha e a posi i e imp ession o he b and. Second, o make he b and
expe ience mo e impac ul and sa is ac o y, manu ac u e s need o inno a e a e e y
ouchpoin o he use jou ney. E en i is p oduc design, o cus ome se ice, UI/UX
designs, and o e all cus ome sa is ac ion wi h a p oduc help a manu ac u e inc ease i s
b and lo e and loyal y ollow up. Thi d, he indings o his s udy indica e ha a bigge
in luence on b and loyal y among sma phone use s is a ec ion o he b and. The e o e,
i ms ha make sma phones should aim o imp o e hei cus ome s' expe iences wi h hei
b ands. In conclusion, he i ms behind hese b ands need o do mo e o cul i a e a deepe
sense o lo e and app ecia ion o hei p oduc s. In o de o do his, he manage s a e
equi ed o gi e a wide a ay o b and expe ience sou ces such ha ma ke ing e en s and
s o y elling.
5.3 Limi a ions and Fu u e Resea ch
While he s udy gi es us some e y ele an in o ma ion abou b and expe ience, b and
lo e, b and loyal y, and b and us in he Pakis ani sma phone indus y, some key
limi a ions should be aken in o accoun . Fi s , he use o c oss-sec ional design limi s he
abili y o es ablish a cause-and-e ec ela ionship among a iables ha a e he e o e o be
explo ed h ough longi udinal s udies o explo e he empo al ela ionships among hese
cons uc s. Fu he mo e, he possibili y o commons me hod bias a ising when using sel -
Sa mad e al.
57
epo me hods migh cause an upwa d bias in he co ela ions o a iables. Mo eo e , he
ocus o he esea ch on sma phone use s in Pakis an means ha he gene aliza ion o o he
cul u al si ua ions o ma ke segmen s migh no be possible since he e is a need o
compa a i e esea ch done in o he egions o demog aphics. Longi udinal s udies will
shed ligh on s abili y and dynamics o b and pe cep ion, and oge he wi h ha will
unco e unde lying, causal ela ionships be ween b and expe ience, b and lo e, b and
loyal y, and b and us . Fu he mo e, he use o mixed-me hods app oach which in ol es
combining he esul s o quan i a i e analyses wi h quali a i e in o ma ion like ocus
g oups o in e iews migh gene a e a mo e comp ehensi e comp ehension. Ano he
impo an ac o ha should be conside ed is he mode a ing e ec o he demog aphic
a iable such as age, gende , income and educa ion which will p o ide mo e de ailed
in o ma ion abou he ac o s ha a e esponsible o he consume 's b and pe cep ion and
beha io in Pakis an sma phone ma ke . Mo eo e , u he in es iga ion could inco po a e
o he ac o s o heo ies ha we e no add essed in his s udy. Fo example, conside a ion
o a iables including pe cei ed alue, b and pe sonali y and pe cei ed quali y could make
b and-consume ela ionships o be e unde s anding. Mo eo e , using heo ies like he
social iden i y heo y and he sel -concep heo y could e lec on b and ela ionships om
di e en angles ha we e no conside ed be o e in case o Pakis ani sma phone ma ke .
Resea ch Funding
The au ho s ecei ed no esea ch g an o unds o his esea ch s udy.
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